Factors influencing students’ intention to choose creative majors in higher education

Abstract

Choosing a major is a crucial decision that shapes students’ career paths and personal growth. While extensive research has examined major selection in business and science, technology, engineering, mathematics (STEM) fields, studies on creative disciplines remain limited. This study investigates the factors that influence students’ intention to pursue creative majors, including arts, design, communication, and fashion, across universities in Hanoi, Vietnam. A mixed-methods approach was employed, combining qualitative thematic analysis (n=21) using NVivo with quantitative analysis (n=307) conducted through PLS-SEM in SmartPLS 4.0. The results indicate that attitude towards creative majors is a significant predictor of students’ intentions, primarily shaped by job prospects, personal interest, and self-efficacy. In contrast, media publicity and subjective norms, including the influence of family, peers, teachers, and counsellors, did not have a direct significant impact on students’ intentions. Gender differences were observed, with female students demonstrating greater personal interest in creative majors and male students displaying higher self-efficacy. However, these differences did not significantly affect their intention to pursue creative fields. Additionally, higher English proficiency was found to positively influence all key constructs in the model, including self-efficacy, personal interest, job prospects, attitude, and ultimately the intention to pursue creative majors. These findings provide valuable insights for universities to enhance their academic programmes, career counselling services, and recruitment strategies, thereby ensuring stronger support for students pursuing creative disciplines.